The Travel and Hospitality Industry Social Media Benchmark Report
Find out how your brand stacks up against travel and hospitality industry leaders.
Download the Benchmarks
To understand how your brand is doing on social, start by seeing what’s typical in the travel industry. Download the report to see travel industry averages across important metrics and platforms, including TikTok, Instagram, and YouTube. Use these findings to set clear goals, sharpen your content plan, and grow your audience faster.
Key Takeaways: 2025 Travel and Hospitality Benchmark Report
TikTok engagement is strong. TikTok engagement remains strong at 3.5%, even as views decline.
Instagram is entertaining. Entertainment Score is well above average, signaling content is well-received.
YouTube is active. Brands post often and see solid performance from On-Demand videos, averaging 140K views per post.
Travel and Hospitality Industry Benchmarks and Statistics
TikTok
182.8K
109.0K
YouTube
66.4K
* Video views are the total number of times a video is played, including repeat plays by the same viewer.
Dash Social Insight: Travel content is connecting on an emotional level, even as reach dips. Shareable, entertaining formats can help boost visibility while reinforcing strong audience connection.
Travel and Hospitality Industry Highlights From Leading Brands
Top travel and hospitality brands are creating content that pulls viewers into the experience. POV-style journeys with strong hooks help audiences feel like they’re already there, while formats like hotel tours or day-in-the-life content build familiarity. Clear, timely tips help convert wanderlust into real decisions.
British Airways lifts TikTok engagement with fun aviation humor and perspectives from the crew. The mix of behind-the-scenes access and travel inspiration makes its content feel both personal and aspirational.
Amtrak turns the feed into a moving postcard with window-seat views and route spotlights. Capturing travel from the passenger’s perspective makes the experience feel relatable and worth engaging with.
Norwegian Cruise Line drives strong views with immersive ship tours and guides that help curious viewers imagine themselves on board before they even book.
Dash Social pulled a sample of global companies across TikTok (n=970), Instagram (n=2,967), and YouTube (n=630) analyzing their activity between January 1, 2025 to June 30, 2025 to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.
